More and more companies are starting to offer their business via the Internet. This development has some advantages: you are your own boss, you can realize your own potential, you make high profits and you benefit from flexible working hours. But competition is fierce and new business concepts are constantly being introduced to the market. In order to stand your ground in the competition, it is necessary to optimize your own website for search engines so that it does not get lost in the vastness of the Internet. In this article we will explain what you should pay attention to.

1. Basics

Google records about 3.8 million queries per minute. In order to deliver relevant information to the users, a pre-sorting has to take place. This pre-sorting is based on certain ranking factors, which ultimately decide whether your website will rank higher in the search results or not.

Under SEO all measures are summarized, which lead to the fact that you achieve an increased range with your web page. SEO is divided into onpage optimization and offpage optimization. Onpage optimization includes all measures that are taken on your own website, while offpage optimization takes place outside your own website.

2. Onpage optimization

Pay attention to a sensible distribution of relevant keywords. A few years ago, keyword stuffing was a practiced technique to increase visibility. This is no longer necessary, as too high a keyword density has a negative effect on the reading flow and quality of the text. Google has learned and can also assign synonyms or words that are directly related to the actual keyword.

Make sure that loading times are as fast as possible. The most appealing website is of no use to you if users quickly bounce away due to long loading times. Embedding internal links is just as important. Google prefers websites that are user-friendly and easy to navigate.

The structure of the texts should be loosened up with crisp headlines and the embedding of media such as images and videos. Don’t forget to provide your media with alt texts so that they can be identified more easily by Google.

3. The offpage optimization

Among the most important offpage measures are backlinks or link renting. Backlinks are links from external pages that refer to your own website. As a rule, these links are websites that have a high traffic. By linking to your own website, you can sustainably increase your own reach and network.
Especially for companies that are still starting out and rely on sales, this is a method to boost traffic in the short term. However, it is not that easy to get such backlinks.

Link renting is a simple and quick way to expand traffic. The basis is again websites that have a large reach. These integrate a link that refers to your own website. For this embedding of a link you have to pay a monthly fee.

4. Content marketing

Content marketing is a branch of search engine optimization and online marketing. The website owner tries to align his content as closely as possible to the user intention. If you want to position yourself as an expert with your service or product, trust, credibility and competence play an essential role. Blog posts and the “About Me” page can be used effectively to back up your expert status.

What do users want to see when they access your “About Me” page? Certainly, they don’t want to see a chronological resume. You should try to build trust at this point. Is trust underpinned if the website owner doesn’t reveal themselves? Does it show trust if the provider of a service emphasizes his expert status but cannot substantiate it?

Potential customers want to know more about you. They want to know what hobbies you pursue in your free time, what your passions are and what values you represent. Why? They want to meet you at eye level and identify with you. The best way to do that is to appear natural.

Many companies now integrate corporate blogs into their corporate websites. Current topics are just as suitable as evergreen content (guides, product reviews and instructions). Especially when websites cannot yet provide references, a blog is an ideal way to convince users of the company’s own experience and expertise in its field. Providing this content answers the customer’s questions about the product or service.

Content marketing, as the name suggests, refers to content. This should not be written for search engines, but should be geared towards users. Integrate highly relevant content on a regular basis to build trust with your target audience and strengthen customer loyalty. For example, embed downloads such as e-books or whitepapers in exchange for leaving contact information on your website. These formats are then made available to your customers via email.

5. Social media

Today, hardly any company can get past social networks. On Instagram, Facebook or LinkedIn, you can connect directly with your target audience and publish regular posts. If you design your posts in an appealing way, this increases the likelihood that your posts will be shared by others and, in the best case, you can then welcome these users as new customers to your website. Again, content plays an essential role here. Images and videos in particular trigger associations and leave a lasting impression on customers. Links to your own website should also be present to attract customers to your website.


If you want to create your own website, you should deal with the basics of search engine optimization. However, you should be aware that successes are not immediately visible. It can take 3 to 12 months before the first successes become visible. But once the basic settings are made, the website will work even if you are not writing a post at the moment. The time spent will pay off in the long run.



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